Proactive and Reactive rebranding has its pros and cons. When starting a company or rebranding process, it is best to get it right from the onset. Today expert Brand Strategist Lisa Rigas will be sharing her four pillars of an ultimate brand.
Listen the podcast here:
Rachel: Hello and welcome back to the Marketing Whisper podcast. I am your host Rachel Calderon, and today my cohost, Kathryn, is unable to be here, but today I have a very special guest. Her name is Lisa Rigas. She is a business and marketing strategist, a master information product developer, author, speaker, and trainer, and she has an impressive background which includes training for some of the top well known marketers, one known as Tony Robbins, and she has been able to help many around the world. And today I wanted to discuss a very important topic having to do with proactive branding and reactive branding. Now I know many people out there have had challenges with branding and Lisa Rigas is going to share with us today about the four pillars of branding and what you can do and what you should do so that you can have a better brand in the long run. However, there are times that you do have those moments where we have as a company have had to rebrand and not always for positive reasons, although I don’t see anything that is negative, anytime you have to rebrand as a negative, you’re just making things better. You may have to change them for legal reasons or just because you’re merging with another company. Things like that. However, I wanted to talk to Lisa Rigas about this process. Welcome, Lisa. How are you?
Lisa : I’m wonderful. How are you, Rachel? Glad to be here.
Rachel: I am glad to have you on this call. You have no idea. I took a brands in class with you probably about a year ago. And I tell you till this day I talk about that class. Because it really opened up my eyes as to what branding really is about and not that I didn’t know what brand is about, but when you always get someone else’s perspective, it’s very, very helpful and it helps me with my creativity. Well we took a product development class with you and I’ll tell you the truth. Ever since I took that product development it’s really opened up my eyes in so many ways and I am so grateful to have taken that class with you because not only are you the expert in product development but also in branding and you are the sweetest teacher. I don’t want to say teacher I didn’t mean to bring down your expertise because you are serious and expert. I mean, you have worked with Tony Robbins, right? And who else have you worked with? If you can tell the audience, because I also know you have your own business.
Lisa : I do. And well a lot of times I don’t reveal my clients just because of the nature of the business, but I have worked with many, many of the gurus that are out there. So in one way or another, whether that be being involved in their product launches or their branding of their company creating. They’re in engineering, they’re automated sales funnel. So you name it. I’ve been out there for a really long time.
Rachel: That’s awesome. And I am excited to have you on the show. Well, what I wanted to talk to the audience today about was more so I know that you talk about the psychology of branding a lot and that is one of your focal points, starting them off with the right brands. Knowing what colors. And as a matter of fact my daughter and I, we had a show talking about the psychology of color and branding as a matter of fact. And you came into the picture. I said Lisa Rigas. And now here I have you. I’ve been working in the field now for quite some time and with some of the clients that I’ve worked with, they’ve had to somewhat transition now transitioning from one brand to the next is not always a negative thing. So we talk about a proactive rebranding, which is obviously, they want to add a new product to their existing company that already has a fantastic brand. Like I’ll give you an example. Starbucks, whenever they add something new, it’s not that they necessarily rebrand, but they push that new product out there. And then I’ve known companies or people who have had to rebrand for reactive purposes, meaning either they legally got involved in something and not necessarily that they got involved, but there was, they either probably use a slogan or something that they had been using all along, come to find out it was trademarked and all these things. But you talk about these things from the onset, am I correct?
Lisa : Yes, that’s correct.
Rachel: Okay. And now unfortunately a lot of people don’t usually do their due diligence and this is what the show is about. Making sure that our audience really takes the time and the energy to really do their due diligence before they start any kind of project, whether that be branding, marketing, all these things, or even thinking of a logo or some something as simple as a logo to just really take the time because sometimes that will follow you through the life of your business and I try to hone my clients is as well as you. I know that to really just get it together from the start.
Lisa : Absolutely. It’s so important. Rachel.
Rachel: I know that you don’t focus on this, but I know that you can give our audience that, perspective through your eyes. How do you feel that accompany or someone can transition their brand without hindering their identity?
Lisa : Sure. Well, I always liked to use in reference one of my favorite quotes by Jeff Bezos from Amazon and he says, “Your brand is what people say about you when you’re not in the room”. I love that quote because it’s so true. And when we talk about having to rebrand for one reason or another, I always say you need to start with the perceived value of your brand, making sure that it has the critical elements that are needed to really create commanding brand that’s out there. So because one of the brand new facts is the higher perceived value of your brand and product, the higher price people will pay. So it all starts there, Rachel, and really analyzing where you are right now and really what you’re looking to change and really focusing on the four branding elements that are necessary for strong brands. Like if you were to look at Starbucks, if you were, look at Apple, if you look at Coca Cola, a lot of these main brands have four clear elements to their brand.
And I always say that companies really need to make sure that they focus on having all of those. And that includes having a clear audience, having a clear market, having a clear message and very consistent branding. So before anything has changed within the brand as far as improving it because you have to or you want to. It’s taking the time to really strategize and focus on those four core elements.
Rachel: Okay. Now the other question I have for you is, would you feel that there would be any major loss or even gain of any kind of following if they have to transition for whatever reason, a lot of these startup companies may not do their due diligence based on funding to hire a person like or myself to help them through this process and strategize with them. So how can they not suffer through such a major loss if they had to rebrand? I know that I’ve had to help one of my clients transition. She was a therapist and then I had to transition her to a business foresight business strategists. And the way I did that was I didn’t necessarily omit what she did in her past because I said, we’re going to accentuate what you’ve done in your past and we’re going to evolve that into what you’re currently doing right now. So I was able to transition without her losing, if anything, she’s gained some of her, how should I say, her clients from one business and they’ve said, hey, you know what, after they’ve been her client and they’ve seen improvement in their personal life, then they’ve said, hey listen, I need help in my business. So Dave kind of like followed along with her because they’ve already known like, and trust her. So that is a great way to be able to transition. I’m not totally removing them from what they’ve done in their past, but how would you say someone can recover, let’s say from a negative, there’s been companies out there that have faltered because either they get rid of someone or, or just something happens that they nest, that it really ruins their brand. How would you help them to rebrand themselves?
Lisa : So I think it’s like you just touched on a good subject and that’s kind of, you don’t want to go cold Turkey. Yes, there are those very few companies that are out there who have absolutely completely wiped the slate clean and gone with a completely new brand this could potentially be detrimental to your business by doing so unless you have the millions and millions of dollars of marketing budget to really expand the appropriate advertising means to get your new brand out there, which is very unlikely for the average entrepreneur or business owner. So you definitely want to look at it as a transition and all at the same while how you can raise the perceived value and evolve into something that’s bigger, better, and even more world class and slowly tie the old into the new so that they could still relate the company as it was before and as it is now all into being a positive movement for the company. Does that make sense?
Rachel: Absolutely. That makes sense. Now I’m going to give you a little challenge here because, we like to challenge people all the time on the show, even if it’s just a little bit. How about if someone did suffer a major loss and had to really change their brand. Not saying that they’re a multimillion dollar company that they can do that, but let’s say the average person or the average entrepreneur had to because they did not do their due diligence. We’re not gonna encourage people to do that. We want them to do their due diligence prior. However, let’s say they did face that. How would you suggest that they kind of move and, transition into their new. We know that there’s going to be major hits, but we want to give them hope.
Lisa : Sure. Absolutely. Well my suggestion behind that would be get really crystal clear of who your largest avatar is. Who are you absolutely the most concerns about attracting with your brands, putting aside everyone else and just putting blinders on and getting laser focused of who that is. Also then getting laser focus of what their biggest problems are. And the reason that this is really important is because as you were going out there and rebranding under the circumstances that you may have to, you need to talk to the audience, that’s going to make the most impact in your business as soon as possible. Then you want to target your branding to appeal to that audience and their biggest problem so that you can do what you can through your brand to earn their trust. Does that make sense?
Rachel: That makes sense. Now are you saying when they get to speak to their audience as soon as possible, once they’ve become crystal clear on who they are? Are you saying like to put out polls and questions and things out there to them so that you can identify or clarify your brand’s even better? Is that what you’re saying?
Lisa : Sometimes that may deem necessary. I think it’s more on the strategy side of the business itself is to sit down and really get to know who their target audience is. You may have three different target audiences that your business or brand encompasses, but if you’re under an emergency situation or a critical rebranding, you want to definitely know who your largest audiences to make the biggest impact in your business so that you make sure that, that audience earns your trust during the rebranding process.
Rachel: Now, Lisa, if you don’t mind giving them the four core you said, right? The four core branding you said values.
Lisa : Yeah. It’s kind of like my pillar of branding. I always say that if you were to look at the major brands that are out there, you want to have these four major components of branding and that is knowing your audience, having a crystal clear market, a crystal clear message, and extremely consistent branding in the marketplace. So like you mentioned Starbucks for example. Now Starbucks does a phenomenal job of branding even for different holidays, different times of the year.
They’re constantly releasing new products, but all in all, they are tying the new brand of the individual products all to their main company and if you even so much as look at one of their products and you ask yourself are they reaching a crystal clear audience market message and is the brand and consistent it’s going to be yes for all four of those and same thing with a lot of the larger brands that are out there so we can use those as a model as we’re rebranding our own companies and making sure that they have these four main components.
Rachel: That is awesome. Lisa, I just want to thank you. I know that this is a short segment, but I love what you brought to my audience and I think that you hit it on the nail. Okay, so again, I want to leave here with our audience that remember to know who you are, know who your Avatar is, be very clear with your vision/message, right have consistency in the marketplace. Lisa, I just want to thank you again for everything that you’ve brought to the table here. I think that although this may be four small little key pillars, as you stated, they can impact a great deal on branding. Okay. Lisa, thank you so much.
Lisa : You’re very welcome. Have a wonderful day.
Rachel: You too.